“We like market research because it provides certainty - a score, a prediction; if someone asks us why we made the decision we did, we can point to a number. But the truth is that for the most important decisions, there can be no certainty.” - Malcolm Gladwell, Blink, pg.176

Coined by Cheskin, he recognized that "when people give an assessment of something they might buy in a supermarket or a department store, without realizing it, they transfer sensations or impressions that they have about the packaging of the product to the product itself...Cheskin believed that most of us don't make a distinction - on an unconscious level - between the package and the product. The product is the package and the product combined (Gladwell, p. 160)."